BLOG_2017_07_14_MEET ROSE

MEET ROSE...

14 JULY 2017

The LEAP Network salutes Rose Odengo

Rose is a Brand storyteller and digital content creator. Rose uses the age old African craft of storytelling to create compelling brand stories that draw consumers to engage with and buy brands.

What made you decide to become self-employed?
I always believed working for someone else meant helping them achieve their dream. But I knew I would need to follow my path, not theirs, to fulfill my dream.

How did you transition from employment to self-employment?
The transition was more of a switch of careers; I felt I could do more with my writing. Copywriting had reached a plateau, and I genuinely believed I could change the world one story at a time as a journalist. It was nerve wracking, as I had no formal training as a journalist. About three months before I quit, I approached the Global Press Institute now the Global Press Journal who gave me a chance to join their team of freelance journalists across the globe.

How did you make a business centred around your passion of storytelling?
I actually fumbled for five years wondering how to do just that. I had never seen myself as an entrepreneur. I was just a good writer - end of story. Working with Renee, however, helped me find the clarity I needed. Through her guidance and exercises, such as creating a one-page business plan, Renee made me begin to see the business side of writing.

What has been your biggest challenge to date?
Locking down sales and getting a steady flow of clients has been a huge challenge.

How have you overcome this challenge?
I realised my sales pitch was weak. I wasn’t able to sell my solution in a single statement. I was too verbose and left people confused. I have since revised it, which is drawing in more clients and more referrals. I am also more proactive, seeking out new clients through workshops I run, and pitch proposals to the right target consumer.

Why is storytelling so important and how can we use it to sell our products and services?
Stories are the fuel of life. Stories entertain us, challenge us, they lift our spirits, inspire or even anger us. Stories are everywhere you look: in speeches, in tweets, in news stories, and even in good advertisements. Stories offer a unique emotional connection to characters. Your brand is that character to whom consumers want to connect. You need to tell them why they need to connect with you. Story telling helps you tell the ‘why”. That’s your emotional hook to draw in and keep your target clients.

Coca Cola is 125 years old and is as relevant today as it was in the 1890s. How do they do it? They stick to their story. Coca Cola’s message is simple – every moment with friends and family is a time to enjoy. Celebrate it with a Coke. If you pay attention to their adverts, you will notice the message they sell is consistent. Even the events they sponsor center around that same messaging. That is storytelling. It sells by telling us why we should connect with them or their product.

You have worked with Renee as a coach – what did you find most useful in having a coach?
There was a sense of accountability. I also felt that working with Renee provided clarity and I felt like I had a cheerleader encouraging me every step of the way.

What are you working on now?
I am now working on a new series of trainings and workshops:
 Brand storytelling for business
 How to get steady press coverage for your brands
 Content creation for corporate digital platforms